mmejdoubi / predictive-analytics-sas-2017_spring

Dr. Mike Grigsby's class and a real-world project, I use LatentGOLD to do segmentation, use SAS to do OLS, Logit, price elasticity, and many other analytics. A 10-minute presentation is given finally.

2017_Spring_Marketing-Analytics-using-SAS

This is Dr. Mike Grigsby's class, one of my favorite classes. Dr. Grigsby is the author of two books you can find on Amazon, "Marketing Analytics" and "Advanced Customer Analytics". The purpose of the class is to use predictive analytics to get marketing insights.

The source data is "tgif.sas7bdat" from a chain restaurant TGI Friday. I use LatentGold to do segmentation and get "newclus4.xlsx" which gives each customer a cluster #. The file "Porfile.xlsx" is extracted from LatentGOLD. Then I use SAS to try as many analytics as possible and summarize in the file "SAS code_result.xlsx" which is my experiment trying to do OLS regression, Logit, Poisson, price elasticity, market basket analysis (MBA), Days_btn_trans., ...etc. Each worksheet in the file is a analytic trying to find something, in each worksheet the SAS code is on the upper-left corner in orange color area. In my final presentation report "presentation.pdf", I just put some of the most important insights for the 10-minute presentation.

I also generate a marcomm strategy about E-mail delivery which Dr. Grigsby says it is beautifule and very few people can find this insight.

This is a group project but I was marked as a star member because all other members agreed that I made most of the analysis and found most of the insights. The project is graded 95.